Michael Kraft
I have a soft spot in my heart for Humboldt Made.
One of my favorite experiences in my career had to do with the launch of the organization, over a decade ago. My role was minor, overall. Still, in my work as Executive Director of the North Coast Small Business Development Center, I coordinated parts of a training program that had new food and beverage makers mentored by an established business, Cypress Grove Chevre. A series of workshops culminated in a trip to the Fancy Foods show in San Francisco. Our participants walked the show and saw for themselves what a good trade show package looked like, what they liked and disliked, all with the intention that some of them would return as exhibitors the next year.
We took two vans full of people. I drove one of them. The group was enthusiastic. Actually, “rowdy” would be more accurate.
Many of those businesses represent shining stars today. And some of them are now mentoring the next generation. It all fits with Humboldt Made’s vision of “coopetition,” a word I first heard in motor racing, where you work together for much of a race with competitors, knowing there will be a drag race to the finish at some point.
Earlier this year, I joined Humboldt Made’s board. After I had been away from the group for years, Rosa Dixon, one of the participants from that original trip to San Francisco, joined to add fire to the organization as Executive Director. She asked me to serve, and I couldn’t say no.
Humboldt Made is a 501c3 nonprofit organization with members who pay dues. The organization also earns money hosting and managing Eureka’s and Arcata’s Friday Night Markets. It secures grants to support programming. All of this gets ploughed back into the goal to “promote our local artisans, food makers and small businesses, helping them succeed within Humboldt County and beyond.” Grants, contracts and sponsorships round out the organization’s revenues.
Members represent a wide spectrum of Humboldt’s best offerings: beer, wine, cider & spirits, mushroom products, skin care products and perfumes, coffee as well as local meat, dairy and seafood products. And bagels. And chocolate. And caramels. It’s a lot. To see the full list, visit https://www.humboldtmade.com/ and look for the members list. While you’re on the home page, check out some of the fantastic imagery of the makers’ products.
There are also businesses that support these businesses, such as lenders and printed materials producers. Some members buy the offerings of the makers, including restaurants, food trucks, and caterers.
As we enter the holiday season, Humboldt Made and its many partners are deep into the “Shop Humboldt” campaign. While shop local campaigns are not new, this one adds incentives through a passport app that rewards community participation. Powered by the VibeMap digital platform, shoppers can check in at participating businesses, earn points, and be entered in raffles for local prizes — all while supporting Humboldt’s small businesses. Shop Humboldt is the first phase of the larger countywide Choose Humboldt movement, which will continue into 2026 with “Dine, Drink & Stay” and “Experience Humboldt” campaigns designed to strengthen the local economy and celebrate the people and places that make Humboldt unique. You can access the app using the link below. It’s probably all over your social media as well.
Humboldt Made takes collaboration (and, yes, coopetition) very seriously. If you’re a maker seeking support and comradeship but not a member, or if you are just interested in supporting local businesses, you should check out this community.
Michael Kraft writes the Good Work series. He is currently seeking nonprofit organizations to profile in 2026. To nominate a deserving organization, email michael@kraftconsultants.com.
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